Chuck E. Cheese Gets Rockin’ New Look

Chuck E. Cheese, the mascot for CEC Entertainment‘s (NYSE:CEC[1]) Chuck E. Cheese’s pizza chain, has come a long way from his days as a cigar-carrying rat from New Jersey.

In an effort to refresh its tired brand image, the company today launched a new campaign featuring yet another version of the beloved rodent. Oh, it’s still Chuck E., but now he’s thinner, snazzier and hoists an electric guitar on his hip, The Associated Press[2] reports.

Before

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After

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In addition to getting a new look, the mouse also has a new voice. Jaret Reddick, the lead singer for the pop-punk bank Bowling for Soup, has replaced Duncan Brannan as the voice behind the mouse.